Tesco’s 2023 Christmas advert, aptly titled “Become More Christmas,” was designed to tap into the festive emotions of the UK, spreading joy and nostalgia through an engaging and heartwarming campaign. Aimed at rekindling the excitement of the holiday season, the ad highlights the build-up to Christmas as much as the day itself. But what makes this campaign stand out, and why has it captured the attention of millions? Let’s dive into the creative brilliance behind Tesco’s festive ad.

The Core Message: “Become More Christmas”

The central theme of the 2023 Tesco Christmas advert revolves around a playful exploration of how the festive spirit can overtake us. It celebrates how, for many, Christmas doesn’t just happen on December 25th, but in the moments leading up to it. Through the ad, Tesco encourages viewers to immerse themselves in the joy of the holiday season earlier—an idea reflected in its tagline, “Become More Christmas.”

A key insight driving the campaign comes from Tesco’s 2023 Christmas Report, which revealed that 31% of UK adults find the build-up to Christmas even more exciting than the big day itself​. The ad aligns perfectly with this sentiment, showcasing that the journey toward the holiday is just as significant as the celebration itself.

The Storyline: A Family Gets Into the Festive Spirit

The advert begins with a typical family situation: a father and his teenage son embarking on their regular Tesco shopping trip. What seems like a mundane errand soon takes a festive turn. As the father samples a Tesco Christmas product namely, a Tesco Finest Triple Chocolate Star Shaped Panettone he undergoes a magical transformation into a Christmas tree, complete with twinkling lights . 

This transformation highlights the infectious nature of Christmas joy, with the father embracing the season with enthusiasm, much to the embarrassment of his teenage son. As the father becomes more festive, putting up decorations with gusto, the son’s reluctance to join in the spirit is evident. Yet, as the ad progresses, it’s clear that Christmas cheer is unavoidable.

Key Moments of Transformation

A recurring theme in the ad is the family’s increasing involvement with Christmas through food, a universal trigger for holiday emotions. The father, having already embraced the Christmas tree transformation, is joined by the mother. Upon returning from another trip to Tesco, she shares some Tesco Finest Golden Mince Pies, which cause her to “Become More Christmas” as well, morphing into a dazzling “Snowman”.

This shows how Christmas moments, like sharing festive food, are integral to the joy and togetherness of the season​. The ad further develops this theme with several other characters “Becoming More Christmas.” Tesco customers in the store, for example, are seen turning into decorated Christmas figures, with baubles and sparkling stars enhancing the festive atmosphere​.

The pinnacle of these transformations occurs at the checkout, where the father’s use of his Tesco Clubcard leads to a celebratory burst of festive decorations, a final confirmation that he has fully embraced Christmas. However, his teenage son, despite his earlier reluctance, ultimately succumbs to the festive magic. When the father hands him a cherished childhood Christmas tree topper, the son’s transformation is complete, symbolizing the passing of festive traditions across generations​.

The Soundtrack: A Touch of Nostalgia

A significant element of the advert’s appeal is its soundtrack. The ad features the classic song “How Bizarre” by OMC, adding an extra layer of fun and familiarity to the campaign. This quirky, upbeat track complements the whimsical transformations, making it not only visually captivating but sonically memorable too​.

Tesco’s Approach to Christmas 2023: A Community-Driven Campaign

Tesco’s Christmas ad this year isn’t just about festive food or products; it’s about the emotions and memories that make Christmas special. As Emma Botton, Tesco’s Group Customer Director, explains, the campaign aims to reflect the excitement and anticipation people feel in the lead-up to the holiday. With products like the Tesco Finest range and festive meal deals, Tesco is providing its customers with everything needed to make their Christmas celebrations feel truly complete​.

The inclusion of everyday people in the ad, from the enthusiastic dad to the embarrassed son, resonates with a wide audience. It’s a recognition of the varied ways in which people experience the holiday season. Some dive in early, while others take a little longer to get into the Christmas spirit. Regardless of when it happens, the important thing is that everyone eventually “Becomes More Christmas.”

The Reception: A Heartwarming Success

Tesco’s 2023 Christmas advert has been widely praised for its humor, creativity, and ability to tap into the shared experience of getting into the festive spirit. Its focus on the build-up to Christmas resonates with many, particularly those who enjoy the little moments that make the season special. The ad is not only a commercial for Christmas products but a celebration of how the festive season brings people together, even if it’s just through a shared love for Christmas food or the joy of a family tradition​.

FAQs

Who was Shay Patten-Walker?

Shay Patten-Walker was a prominent transgender activist, public speaker, and gender consultant who contributed significantly to the LGBTQ+ community. They worked as a gender story consultant on the popular Netflix series Sex Education, especially influencing the portrayal of non-binary and transgender characters in the show. Shay used they/them pronouns and was known for their advocacy work, collaborating with organizations like UK Black Pride and Gendered Intelligence​.

How did Shay Patten-Walker contribute to Sex Education?

Shay worked as a gender consultant on the fourth season of Sex Education, helping to shape the authentic portrayal of transgender and non-binary characters like Cal (played by Dua Saleh). Their role was instrumental in making the characters’ stories more accurate and empathetic, ensuring better representation of the trans community​.

What impact did Shay have on the LGBTQ+ community?

In addition to their work on Sex Education, Shay was an advocate for trans rights and gender inclusivity. They were a voice for the trans community, offering expertise through various platforms, including speaking at the 2021 Generation Equality Forum. Shay also worked with TransActual, a charity focused on reducing transphobia and educating the public about transgender issues​.

In Summary

Tesco’s 2023 Christmas advert masterfully combines humor, warmth, and a touch of festive magic to highlight the joy that comes with the Christmas season. It’s not just about buying products; it’s about embracing the little moments that make Christmas truly special. Whether it’s a first mince pie or a nostalgic family tradition, the advert reminds us that the spirit of Christmas is all around us waiting to be discovered. Through the lens of everyday family life and festive food, Tesco has captured the essence of the holiday season in a way that resonates deeply with audiences across the UK.

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